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#bigpharma and Instagram takeovers

Instagram (IG) takeovers have been around for a while. It can add fun and uniqueness to your Instagram account. Should #bigpharma consider doing an IG takeover? I say yes!

What is an Instagram takeover?

  • Temporarily allowing *Instagramers* to take over an Instagram account and share content with their audience

Which kind of takeovers are there?

  • Full control of the account
  • Semi control of the account
  • Inviting external guests – for example, influencers
  • Being invited as a guest on another Instagram account
  • Takeovers can take the form of posts, stories, or go live

How can Instagram takeovers be applied to #bigpharma?

  • Have employees or colleagues on Instagram takeover company account
    • grows following, engagement, reach on Instagram
    • get an inside view of the company
    • for global companies great for worldwide perspectives
    • also adds variety to the account
  • Getting invited as a guest on another Instagram account (great way to reach a new audience)
  • Invite guests patient groups, HCPs in raising awareness for a common cause or disease awareness

Benefits of takeover?

  • Can be a valuable social media marketing strategy
  • Allows for individuals and influencers to collaborate and cross-promote content
  • Allows for collaboration and partnerships
  • Can be fun

How to promote your takeover?

  • Announce on Instagram when takeover will take place
  • Announce on other social media platforms
  • Have guests do the same on their social media platforms

is pharma instagrammable

I often hear people on social media platforms say “wow that is so instagrammable”. What do we mean by being instagrammable? We find it everywhere: restaurants, nature and in the art world. But is pharma content instagrammable?


What do we mean by “being instagrammable”?


What works on instagram?

  • great photography
  • creative photography
  • stunning visual content
  • fantastic colors
  • hashtags – make sure you get your hashtags right and are monitoring
  • posting own photos


What audience is on instagram?



  • More interesting stats can be found here:

Can pharma be on instagram?

  • yes, they just have to choose the right content
  • creative original brand pictures work well on instagram, but pharma is a highly regulated sector
  • make it a photo moment
  • make it an experience, a customer experience
  • get artists and creatives on board and be more creative
  • consider event content that is more instagrammable, make stands and booths fun to visit both in person and on instagram
  • do not make it so “brand – artificial”, make it real


Is any one pharma company doing it right?

here is my ranking with comments of some examples of pharma on instagram and trying to get it right:

  • some great instagrammable shots:



  • needs work on:



Novo Nordisk

  • so many accounts:


  • the worst:

Sanofi (seriously a private account????)